Oscar De La Hoya attends the weigh-in of David Lemieux and Hassan N'Dam on June 19 in Montreal. His cousin, Diego De La Hoya, is fighting Thursday night in Los Angeles. (Graham Hughes / Associated Press)

There's family prejudice and a promoter's knack for hype in Oscar De La Hoya's evaluation of his cousin Diego De La Hoya.

Still, the words of the "Golden Boy" impress.

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"He is a pure boxing killer," the elder De La Hoya said of his father's brother's youngest son.

Mexico's 20-year-old Diego De La Hoya (10-0, six knockouts) will be in action Thursday night at the Belasco Theater in downtown Los Angeles, fighting Tijuana's Jose Estrella (14-6-1, 10 KOs) in the featherweight co-main event of the Fox Deportes-televised LA Fight Club show.

Oscar De La Hoya said each of Golden Boy Promotions' cards at the 1,200-person-capacity Belasco has sold out.

"We get celebrities … it's jam-packed," De La Hoya said. "My focus is L.A. boxing, on Southern California fighters. This has allowed us to do a great job developing these kids."

Golden Boy's television deal with Fox Deportes expires after an August fight, and De La Hoya said he's close to concluding talks for a new television deal that will move LA Fight Club to a larger venue.